“Just Do It” (Nike) advertising campaign

American company Nike produces footwear, apparel, equipment, and accessories. Not only are its products popular, its advertising slogan “Just Do It” is also extremely popular; almost everyone is aware of this iconic advertising slogan.

However, not many are aware that the iconic message was conceptualised decades back. Since then, Nike’s core message has helped the company generate billions in sales, and it works even today.

Back in the eighties, Nike was struggling to keep pace with competitors, including Reebok. Companies like Reebok, with its fitness focussed campaigns, was doing much better. Nike, on the other hand, was looking for ways to market itself better.

An advertising agency suggested Nike to use “Just Do It” as its slogan in order to forge a better bond with potential consumers.

Not many are aware that the slogan “Just Do It” is inspired by the last words of Gary Gilmore (“Let’s do it”), who was convicted for murder and executed at Utah State Prison.

Nike management decided to give it a try and it started showing positive results. Soon after in 1988, Nike launched one of the first ads for “Just Do It” that featured an 80-year-old marathon runner. The commercial became very popular in America. From there on, “Just Do It” has been the company’s signature slogan for all its advertising campaigns.

Here are some of the things that made this advertising slogan so popular:

• It inspires people and motivates them to get into action. The slogan doesn’t tell people what to do, it tells them to do what they already know is the right thing to do without procrastinating.
• The slogan is simple, which makes it memorable. The slogan uses only three words. Besides being easy to remember, the message is personal, which makes people interpret the words on a personal level, and also helps them associate closely to the brand.
• When the slogan was first marketed, it was very difficult from the usual happy-go-lucky branding messages that were prevalent at that time. Nike’s phrase was more serious and thought provoking. It emphasized hard work, and more importantly it demanded personal sacrifice.
• Nike’s campaigns usually encourage people to lead a health and fit life. However, the message in the slogan applies to people from all walks of life. It motivates people to push themselves past their personal limits, it motivates them to overcome obstacles, it encourages people to shed their inhibitions and live in the moment.

Over the years, Nike has come out with several powerful and personal stories, but this happens to be the most popular and memorable. Today, people all over the world know the phrase “Just do it” and it’s almost interchangeable with the brand. The slogan has indeed played an important part in helping Nike turn into a global multibillion-dollar giant.

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